An Analysis of the Impact of Low Price Brands on the Order of Entry Advantage

Dean C.H. Wilkie, Lester Johnson, Lesley Anne White

Research output: Book chapter/Published conference paperConference paperpeer-review


The objectives of this research are to investigate (1) if a later entrant can reduce an order ofentry advantage by positioning itself as a low price brand (2) if an order of entry advantageexists within this positioning. The impact of low price brands on the order of entry advantagehas been modelled over three categories of Over the Counter medicines. The results indicatethat a low price brand reduces, but does not eliminate, the market share penalty for being alater entrant. In addition, an order of entry advantage is found to exist amongst the low pricesegment of brands. The implications are that whilst a later entrant should anticipate lower shares than earlier entrants, a low price positioning with complementary marketing strategiescan help overcome this disadvantage.
Original languageEnglish
Title of host publicationSustainable management and marketing
EditorsDewi Tojib
Place of PublicationAustralia
Number of pages8
ISBN (Electronic)1863081607
Publication statusPublished - 2009
EventAustralian and New Zealand Marketing Academy Conference - Monash University, Melbourne, Australia
Duration: 30 Nov 200902 Dec 2009


ConferenceAustralian and New Zealand Marketing Academy Conference


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